Pool, ping-pong, parties... we'll miss you, Standard Hollywood.
When Carrie, Samantha, Miranda and Charlotte left the Big Apple for Los Angeles –see the episodes Escape from New York and Sex in another city from season 3 of Sex and the City–, they chose to stay at The Standard, Hollywood. And it was for something: the hotel, which closed its doors a few weeks ago, it was by then the place-to-be, Of course, after the visit of these four 'friends', it would be elevated to the category of icon.
The building was originally opened in 1962 as the Thunderbird Hotel, although it later changed its name to Hollywood Sunset Hotel. In the 1970s it was converted into a retirement home called Golden Crest and, Already in 1999, the hotelier André Balazs, owner among others, of the mythical Chateau Marmont, reopened its doors under the name of Standard Hollywood. He did it with the help of some celebrity friends, specifically Leonardo DiCaprio, Cameron Diaz and Benicio del Toro. Thanks to his contribution, the hotel became 'the place', one of the coolest hotels in the world, that where you could meet trendy people and, surely, with more than one familiar face of show business.
The Standard, Hollywood has been a hive of L.A. parties for more than two decades.
The stage designer Shawn Hausman, who also co-founded the legendary nightclub Area in New York (which closed in 1987), he created the interiors for it. For them personalities such as Zoe Kravitz, RuPaul, Beyoncé, Jay Z, Denzel Washington, Uma Thurman, Jennifer Lopez, Gloria Estefan and many, many more… Ordinary mortals have also seen her colorful stays in movies like Ocean's Twelve and series like Entourage.
“It is with a heavy heart that we must announce the closure of The Standard, Hollywood,” the official statement from a few weeks ago said. On January 22, this icon of the Sunset Strip closed its doors. One might think that the pandemic is to blame, since the travel and event restrictions that it has caused have caused the hotel industry to go through the worst crisis in decades, but the letter stressed: “Despite 22 years of unconditional love for our hotel, our guests, our team and our community, the hotel has not been able to avoid a significant increase in its rent, which has made it impossible to operate the property.
The owner of the lease of the building is Ferrado Group, one of Sandra Ortega's companies linked to hotels and tourism, who exercised his option to increase its price. "After more than two decades, we say goodbye with much affection of our first hotel”, concludes said statement.
“We would love to reopen, as would our guests and the local community. The outpouring of support has been enormous. We have not lost hope”, Amar Lalvani tells us, CEO of Standard International, the small chain of boutique hotels with locations in Downtown Los Angeles, Miami, New York and London, which Balazs is no longer a part of since 2017.
“The Standard, Hollywood it was our first property, where it all began, the birthplace of the brand The Standard and its distinctive culture. Since its opening in 1999 it has become a much-loved anchor to the community and a global icon with timeless design, live music performances, a vibrant pool...” he says. The location was unbeatable and loaded with history for those who want to live the authentic 'Hollywood' experience, close to Sunset Boulevard, the Walk of Fame, the Dolby... Perfect for following in Bradshaw's stylish footsteps with a rental car and finding the imprint of filmmakers like David Lynch or David Robert Mitchell.
Sunset from one of the rooms at the Standard Hollywood.
"There was also live art in The Box space, which made theater a part of the check-in experience, and its three nightclubs became legends: the Purple Lounge, Mmhmmm and Giorgio's. Quite simply, the hotel was ahead of its time and It set the standard for many other hotels, not just ours, but throughout the industry.” Lalvani continues.
Backdrop of innumerable cinephile stories, Hollywood brought its golden, decadent spirit to the hotel, brought to life through timeless design and a Californian spirit. very concrete. “Our clientele was sociable and creative. Thoughtful people, opinion leaders. Unpretentious, casual. There were of all ages and it was exceptionally diverse in terms of race, gender, and sexual orientation. They shared common values and thirst for new experiences and, of course, fun”, Lalvani explains to us, although when asked to tell us an anecdote related to a famous person, he is clear about it... “We never kiss and tell...”.
Goodbye poolside parties, goodbye to an era!
the boutique hotel, whose emblematic logo looked upside down on the facade, was a meeting point to listen to interesting DJ's throughout the day, and where the always good-looking staff wore shirts with an alternative rock vibe. “I think the most iconic thing about The Standard, Hollywood, was the personality of our team. We hire people for their passion and creativity and they create the magic, creating unexpected and special experiences for our guests day after day. They are the glue that makes the hotel more than the sum of its parts. More than in the hotel, we focus on the team who worked on it”, says the CEO.
Also, he explains to us, some of the staff have worked at the hotel since its opening. Specifically, our heads of Sales, Guest Experience and Engineering. They are truly special people. who have turned hospitality into an art form.” Has there been a special farewell for them? "Not yet, as we have not given up hope of a revival," apostille.
Reception of the closed Standard Hollywood, with photographic work by Todd Eberle.
GOODBYE TO THE PUREST ANGELINO STYLE... OR SEE YOU LATER?
We will miss a hotel like this: where you could eat 24 hours a day, take photos on a pink float, play ping-pong on artificial grass... It may have left its golden days behind, although the CEO disagrees on this. “We have had 22 golden years. Of course the opening was a special stage, but year after year we have created and evolved to keep the excitement and our relevance. I think we were on the cusp of another renaissance, post-COVID. We had very exciting plans for the property.” We hope that they can resume them as soon as possible, in that case.
One of the rooms of the disappeared hotel.
By way of farewell, some of the guests, visitors, friends and family of The Standard, Hollywood have shared snapshots with the hotel website of your favorite memories of the last few years, as well as comments of support and farewell. “While it is painful to say goodbye, we know that the community we inspire will live on,” the statement says.
Nightlife will never be the same in L.A.
Are we at the end of an era? "It certainly is," says Lalvani. But the end of one age always begets the next. Whether it's the revival of Standard, Hollywood or with other new Standard hotels that open all over the world. In fact, they will open two in Thailand this year, and we have very exciting projects in the works in Lisbon and Milan. The Standard chain never stops.”
Though, meanwhile, Los Angeles is left a little sadder.